Sour Patch Kids initiative builds awareness via mobile

04/29/2013 | Mobile Marketer

Sour Patch Kids is teaming with startup Kiip to take advantage of Mondelez International’s Mobile Future program. The Sour Patch pilot initiative offers rewards to consumers for playing an in-application game, including consolation rewards for low scores or losses. "We also want to play with a digital coupon. Couponing is not such a teen thing to do, but we want to see if we can integrate it into Passbook and see if the technology works," said Molly Scerra, senior associate brand manager at Sour Patch Kids.

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